10 key learnings from the fastest growing brand in 2008 and the CEO of the USA by Frank Striefler (TBWA\MAL) and edited by Mark Tungate

The astonishing rise of the Obama brand has become a blueprint for every marketer. His campaign is a case study in marketing excellence that earned him the title “Marketer of the Year” from the trade magazine Advertising Age. 

Over the next four days mad-blog.com will present exclusively the ten key lessons to take away from his campaign:

1. LEAD WITH HUMILITY AND ALWAYS STAY COOL

Obama exemplified a new way of thinking that meets the demands of leadership in a complex world: “Adaptive Leadership“. While a visionary puts forth a specific plan to be implemented, an adaptive leader works with constituents to devise one together. The goal is to get your employees to tell you how they would improve your company. The less constrained they feel, the more you’re going to learn and the more your organization will benefit. 

Humility is the sign of a confident leader confident. It never hurts to be friendly, informal and accessible – a touch of human warmth wins hearts and trust. 

But the indispensable quality of a leader is his cool: his calm rationality, steadiness under pressure and ability to control strong emotions. Bottom lines and share prices can depend on the leader who never loses his or her temper. 

2. BE A GAME CHANGER AND PLAY BY YOUR OWN RULES

Whether it’s in business or politics, we are all comfortable in the middle of the road. You can’t beat your rivals by sticking to the old rules. To grow, you have to invent a new game and beat them at that, too. Change the rules of the game where you can. 

Obama didn’t accept any campaign contributions from large companies or lobbyists. He tapped the power of the small time donor through the Internet and went on to win the nomination. His fundraising methods and strategy of foregoing government funding have changed the future of American electoral campaigns. 

Brilliant marketers don’t just fight for a bigger share of the pie. They expand the pie by bringing new consumers into the market. 

3. CARVE OUT AN AUTHENTIC & RELEVANT POSITIONING AND STICK TO IT

Obama made and delivered a simple, consistent and aspirational promise: “change”. He coupled that with an empowering call to action, “yes we can.” By appealing to both the rational desire for change and the emotional need for hope, Obama presented his brand as a movement.

For Obama, however, “change” was more than a political slogan. He could not have been elected if he had not embraced and embodied the change he promised. Too many companies lurch from one strategy to the next, one consulting fad to another, because, deep down, their leaders don’t really understand what makes them different, better, and special. When you understand that, it gives you the confidence to stick to your positioning and strategy.

Check for more learnings tomorrow on mad-blog.com.

If you have any questions, comments, or suggestions please email Frank Striefler (frank@mediaartslab.com).